LONDON--(BUSINESS WIRE)--Research from dotMailer has shown that the vast majority of top UK retailers are adopting a ‘one size fits all’ approach to their email marketing, reducing accuracy of communications and as a result, risking lower conversion rates and effectiveness. Brands like Republic and Amazon that - according to the study - get it right are more likely to achieve a better return on investment through this marketing channel.
dotMailer’s annual Hitting the Mark report (available at http://www.dotmailer.co.uk/emailmarketingreport) added new criteria this year which scrutinised whether brands were using the customer data available to them to better target their email messages.
The study found that 69% of emails showed no personalisation at all and 87% of messages that were sent following a purchase were no different to those sent to cold prospects. This vast majority of retailers apparently made no attempt to drive cross-sell, up-sell or repeat purchase based in the customers previous online buying behaviour.
Shockingly, this year’s study found that only Amazon.co.uk followed up an online purchase with an email-marketing message tailored to that purchase. It wasn’t all bad news, with 93% using triggered emails to reassure and build customer loyalty and 67% keeping online purchasers informed on the order progress with timely emails.
Tink Taylor, MD at dotMailer, said: “By their nature, online sellers should have access to customer data that can allow them to dramatically increase the relevancy and impact of their email marketing communications with customers. In this tough economic climate, marketers who are not actively collecting and using that data to create targeted email messages that drive related sales are really missing a trick.”
Read email best practice advice on the dotDigital Blog.
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About dotMailer
dotMailer.com is part of the dotDigital Group PLC – one of the UK’s leading full-service digital marketing agencies.
An acclaimed and widely used Email Service Provider, dotMailer serves over 3,000 users and has 10 years experience of email and digital marketing.